About
I am an insights and analytics expert who combines proactive stakeholder management, integrated insights, and memorable storytelling to inspire organizational transformation. My insights experience is rooted in primary research, spending more than a decade working with Fortune 500 companies on a broad range of strategic initiatives, including brand equity, segmentation, portfolio optimization, path to purchase, social listening, and customer experience. As a consultant I specialized in developing advanced techniques to solve complex business problems, often working with data science teams to develop advanced analytical models, while also honing expert storytelling skills that led to an Employee of the Year Award and 5 Report of the Quarter awards. Since coming to Mondelez, my remit has expanded to business intelligence and KPI tracking, where I have become a data champion that believes in both building programs and dashboards that lead to data democratization while also training my tea…
Experience
Brand Building Insights Lead, Confections & Seasonals
Mondelēz International · East Hanover, New Jersey, United States
Present
I am accountable for all analytics & insights for the Candy category working with iconic brands like Sour Patch Kids and OREO (for seasonals), delivering holistic, data-driven, category and brand-level insights and action plans that have clear business actionability. In this role I provide tangible and measurable business impact by leveraging various quantitative and qualitative research, integrating of advanced analytics capabilities that feed into the development and execution of strategies that drive the category.
Senior Manager, U.S. Digital Insights & Analytics
Mondelēz International · East Hanover, New Jersey, United States
• Built and lead a multi-year digital measurement, insights, and reporting strategy, including dashboard development, unified data integration, insights activation and democratization across the commercial business (e.g., marketing, sales, and supply chain), and a predictive and prescriptive analytics roadmap • Built an organic search attribution model with an external data science team that demonstrated $2MM in growth opportunities • Led insights development for U.S. and Global executive strategic planning
Senior Research Manager, U.S. Shopper Insights
Mondelēz International · East Hanover, New Jersey, United States
• Winner 2023 Global Sales Award based on developing a simple, intuitive consumer decision tree narrative used by the omni sales teams to ensure customer activation • Partnered with senior leadership across sales and marketing to design foundational path to purchase research; final scope included qualitative and quantitative primary research, secondary sources, and sales data; insights were used in customer meetings across channels, at the national sales meeting, and strategy discussions • Developed decision-backed problem framing, storytelling, activation trainings for the U.S. Insights & Analytics team
Vp, Account Manager
• Led two sequential consumer segmentations for a $1B global health and beauty brand that has been the cornerstone of its long-term product, sales, and brand strategy since 2014; included stakeholder engagement across the organization and with the C-suite • Pioneered a social brand health tracker that reduced costs by $1M and increased coverage by 30% for a global videogame company • Demonstrated YouTube's critical role in the beauty shopper journey with research that proved the same stimulus can drive up to 2x more conversion on YouTube vs. Instagram because of a deeper, more authentic platform experience • Facilitated a multifunctional work session for a national clothing brand on improving quality perceptions based on insights that used advanced network modeling to identify a pathway from emotional needs to tactical execution • Partnered with insights, product development, strategy, marketing, and the C-suite to develop a go-to-market strategy for a leading tax technology company; r…
Account Manager
Senior Research Manager
Lieberman Research Worldwide · New York
Q1 2013 Report of the Quarter Winner ·Direct project process and execute analysis with thoroughness to produce high-quality, high-accuracy market research deliverables ·Develop and adhere to timelines to run and execute project components efficiently, for multiple projects at a time ·Manage project activities and members while achieving excellent financial results ·Maintain client rapport through communications that develop trust and build strong relationships ·Synthesize and analyze data to discern insights, then communicate them clearly to internal and external stakeholders ·Actively lead problem solving efforts, provide suggestions and take action on areas needing improvement ·Provide one-on-one mentoring and coaching. ·Directly supervised three employees ·Involved in contributing to or leading Business Unit or company-wide initiatives, such as the development of the New York Office
Research Manager
·Work under general direction to act as a liaison in coordinating each step of the project process with team members, vendors and, occasionally, clients ·Manage project resources and vendors to follow through on commitments and achieve excellent results ·Coordinate time efficiently to monitor and execute project components, including meeting documents, survey instruments and data analysis, for multiple projects at a time ·Leverage analytic tools in discerning data patterns while thinking strategically and creatively to problem solve ·Perform tasks and responsibilities as project support with thoroughness to produce high-quality, high-accuracy market research deliverables
Research Associate
• Assist in the development and evaluation of questionnaire design and reports • Design and check tab specifications and act as the main liaison with tab houses • Monitor sampling progress • Calculate and assist in the analysis of data, proof numerical data for accuracy and help proof project proposals, questionnaires, and reports for ease of comprehension and correlation
Marketing Manager
TOKYOPOP is the second largest Japanese comics publisher in North America. As the Marketing Manager, I worked with distributors, licensors, and internal staff to develop marketing and sales strategies for TOKYOPOP’s tent pole brands. • Used traffic data and user feedback to initiate changes that led to a 22% increase in user time spent on site, 30% decrease in bounce rates, and 14% increase in e-newsletter open rates • Launched a three-month nationwide bus tour with stops at seven conventions and 35 cities • Developed a cross-promotional relationship with Blizzard Entertainment, creator of the world’s #1 video game, World of Warcraft, into a quarterly program driving 1 million visitors to TOKYOPOP.com’s Warcraft manga website • Lead seasonal planning and in-campaign meetings with executives, distributors (HarperCollins Publishers), and licensors to determine release schedules, pricing, and overall marketing and sales strategies • Scheduled all programming for TOKYOPOP’s online outlets,…
Distribution Services Manager
• Produced sales catalogs ahead of schedule for the first time in TOKYOPOP’s 10-year history • Created marketing strategies for lead properties, including a “Hottest Boys in Shojo” competition that garnered more than 500,000 online votes • Oversaw the creation of all sales materials for TOKYOPOP’s distributors (HarperCollins and Diamond Comic Distributors), including catalogs, sales presentations, and sample products for 500 books per year • Implemented the TOKYOPOP ratings committee, the most thorough ratings system in manga publishing • Wrote cover copy for up to 20 books per month
Special Sales Representative
Independent Publishers Group (IPG) is North America’s second largest book distributor. As Special Sales Representative, I sold to educational retail stores, catalogs, and online vendors for K–12 teachers and administrators. • Oversaw 20% sales growth and $700,000 yearly net sales with more than 300 customers • Advised client publishers on marketing and sales strategies, including facilitating a partnership between the American Academy of Pediatrics and the Girl Scouts of America • Coordinated the company’s booth presence at Ed Expo and other educational trade shows • Wrote and copyedited catalog copy, sales conference materials, and trade advertisements
Marketing Associate
• Supervised a team of ten writers to copyedit and proofread sales catalogs for 2,000 new books every year • Created a translation rights tracking system for more than 100 publishers with more than 400 books • Screened dozens of daily unsolicited submissions, discovering, among others, NPR’s Symphony Space • Assisted the president, subsidiary rights manager, and academic sales manager with scheduling, special projects, and administrative tasks, including running sales reports and maintaining contact databases
Intern
Sphinx Legal is the self-help legal division of Sourcebooks, the largest woman-owned book publisher in North America. As an Editorial Intern, I managed 4 interns to upload e-books, fact check, and layout books with Quark Express.
Teaching Fellow, Nanjing University
One of two Grinnell College graduates selected from 30 to teach English conversation to middle and high school students in Nanjing, China.
Education
UCLA Anderson School of Management
Masters, Business Administration (Fully Employed Program)
University of Chicago
Certificate, Copyediting
Grinnell College
Bachelor of Arts, English (Honors), Political Science
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